More Does Not Equal Better

At least when it comes to coaching air talent.


Almost every station I’ve ever worked with has put coaching talent at the top of their needs list.

It’s a bigger issue now than it was when I started consulting because PDs and GMs are responsible for multiple stations, often in multiple markets, and on top of that may have to do an air shift and work an active client list.

It’s absurd. But it is reality today.

A recent study found that across industries, managers spent only about 9% of their time coaching subordinates. I think it’s even less in Radio to be honest.

But, there’s a bit of good news in this because it turns out that more coaching is not necessarily better for the talent.

Turns out that the most effective coaches use one of more of 4 distinct coaching styles:

  • Teacher-Managers: use their own knowledge and experience in personal coaching sessions. This type is especially good with technical coaching, like with Selector or understanding ratings;
  • Always-On Managers: give consistent feedback hoping to catch you doing something right that they can praise. It’s the most time intensive of the types and the one most talent prefers;
  • Connector Managers: help you if they have expertise in one area but steer you to others in the areas in which they don’t have much experience;
  • Cheerleader Managers: hands-off types, they look to encourage but only in general terms rather than specific. You’re on your own when it comes to developing your talent.

Here’s the takeaway though: No matter which kind of coach you are, “It’s less about the quantity and more about the quality.”

You can read the full study HERE, and if you decide you still need a level of expertise no one on your staff possesses, call me. I’m not accepting new clients but I know some really good coaches, both in Programming and in top executive GM-type jobs.


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